In March 2025, one of our clients, a FTSE20 company, brought together 90 senior Digital & Tech leaders from around the world for a three-day leadership conference in Amsterdam. Far beyond a typical strategy rollout, this was a reset, a recommitment and a bold leap forward. The remit from the Chief Digital & Technology Officer was clear - make this the best conference the participants have ever attended.

Following a period of intense organisational change (including a corporate spin-off, structural shifts, and the arrival of a new leadership team) the Digital & Tech function needed more than alignment. They needed activation. A way to build deep connection, unlock courageous conversations, and empower people to lead from where they are.

This was the moment of transition from a Digital Strategy in concept, to a Digital Strategy in execution.

Based on previous leadership development and team cohesion work delivered together, they partnered with Firefly to design and deliver something bold enough to match the scale of their ambition.

Not just another conference.

This wasn’t an off-the-shelf leadership event. It was an intentionally designed immersive experience to create the conditions for transformation - to help leaders not only understand the business imperatives, but see their role in bringing it to life.

That meant using a different approach, where:

• The format was designed for connection and courage, not just content delivery

• Time and tools were built in to allow for real reflection and accountability

• Strategic partners contributed specialist input with focussed sessions, integrated by the Firefly team

• The strategy was threaded through every session, not just showcased up front

• The event and leadership teams were responsive, flexible and in tune with what the teams needed in real time

• Eight Firefly senior executive coaches were embedded in the event to ensure spot coaching, specialist facilitation and application of new insights.

• Firefly’s CEO Kirsty Maynor led the event design and co-led the event delivery with Alan Heap, Founder of Engagement Business Purple Monster

Designed differently from the start.

This event was never designed to follow a rigid script. It was built around a big goal - one that demanded a bold, human approach. Firefly worked as a partner in design: not just shaping the agenda, but holding space for challenge, creativity and conversation. 

Each morning, their leadership team met behind the scenes to reflect on what was happening in the room. What needed more space? What wasn’t landing? What would keep energy high and focus sharp? This willingness to adapt in real time meant the programme was alive, responsive, and able to meet people where they were.

Each leader in the leadership team was paired with a Firefly coach to ensure leadership from within the organisation, augmented by specialist capability. 

The structure was strong enough to hold core purpose, but flexible enough to shift, ensuring every session helped bring the strategy to life in a way that felt tangible and relevant.

Because when the goal is massive change, you can’t rely on standard methods. You have to design differently. And you have to be bold.

Coaching at the core.

One of the most distinctive elements of the experience was the embedding of Firefly senior executive coaches at every table. These weren’t facilitators on the sidelines - they were active participants, sitting alongside leaders, helping to surface insights, unlock reflection and deepen the work.

Each Firefly coach partnered with their group for the full three days, creating consistency, trust and space for deeper conversation and working in tandem with the leadership team. It meant that what was happening in the room - from group dynamics to personal reflections - didn’t just get noted, but acted on. Resistance to change was diffused in the moment, positive contributions were amplified, and development support needs identified.

Moments that mattered.

This event created opportunities for connection, creativity and courage - sometimes in unexpected ways.

• Before the first session began, every participant found a green Firefly card waiting under their chair. Each card held a different question. During the first exercise, participants paired up using their cards - asking, answering, swapping and moving on to someone new. It was high-energy, sparked connection, and set the tone for what was to come. This wasn’t a sit-back conference. It was an immersive experience.

• On Day 3, a two-hour space was held for intentional pop-up sessions. Leaders who had questions or topics burning to be explored were invited to host informal conversations. These weren’t pre-planned. But they were powerful, and each session reflected the questions that had been rising over the three days.

• Participants weren’t just encouraged to take notes - they were asked to reflect on what each session meant for their teams and stakeholders, and what actions they could take. At the end, they were invited to identify one or two ideas with real traction - and commit to them.

• Firefly coaches followed up with their table groups in the weeks after the event. In some cases, those teams wanted to meet again. Not because they were asked to, but because they wanted to keep the momentum going.

The impact.

Leaders described the experience as human, energising, and transformational. It wasn’t about presenting information. It was about bringing strategy to life through conversation, connection, and action.

• The setup created space for honesty and curiosity

• The coaches enabled deeper reflection and courageous thinking

• The design helped leaders connect across silos, geographies and seniorities

• The follow-up helped keep that momentum alive

This wasn’t just a feel-good event. It sparked real ownership and accountability. It gave leaders the space to see their role in something bigger and to start acting on it. It created an appetite for more.

Curious what this could look like for your organisation?

For organisations facing bold ambitions and fast-moving change, this experience shows what’s possible when you design differently from the start.

At Firefly, we create experiences that are rooted in purpose, responsive in design, and human at the core. We help organisations hold space for what matters - and turn strategy into something people feel ready to lead.

Tell us your audacious goal. We’ll help you design and deliver something bold enough to meet it.

Curious what that could look like for your organisation or team? Let’s talk. 

With thanks to our client for daring to do things differently, and to our brilliant strategic partners for bringing this to life: Purple Monster, Utopia, Immersive.